Special K Made A Fake Clothing Store To Confront Women Over How Much They Talk About Being Fat

According to one study, 93 percent of young women
engage in "fat talk," in which they talk about how disgusting
their bodies are.

Kellogg's is promoting its low fat Special K cereal by telling
women they need to stop.

They set up a pop-up shop called "Shhhh" that sold clothes with
tags inscribed with some classic complaints like "I look fat in
this," "I have a muffin top," and "Cellulite is in my DNA."
Women's grossed out reactions to the tags made them
self-conscious of their own fat talk habits:

The agency Leo Burnett created the campaign, which also features
former Victoria's Secret model Tyra Banks as a spokesperson.

The ad is reminiscent of Dove's wildly popular "Real
Beauty Sketches," in which women came to realize that they
looked better than they thought after seeing illustrations of how
negatively they described themselves. But rather than telling
women to accept, the Special K promotion is meant to keep women
dieting but cut the negativity out of their chatter.

Model Tyra Banks is the celebrity endorser: "I was at the height
of my success when I was at my biggest," Banks told
Us Weekly earlier this year. She also admitted to not
believing in diets.

Banks is promoting the campaign on her social media pages. Here
she is posing like the women in the ad:

PRNewsFoto/Kellogg Company

You can let the Fight
Fat Talk site search your Facebook friends and Twitter
followers for complaints about weight, and then share the
promotion with them.